Sr Director NA
Better Collective is looking for a Senior Director, Affiliate Content to lead its North American business within the affiliation team. The role focuses on SEO, content, audience growth, and commercial performance. The successful candidate will help shape the strategy and performance of US assets by working across SEO, content, affiliate, product, data, and commercial teams.
This position is designed for a leader who possesses foundational and current knowledge in SEO and content. While the role requires a broader leadership perspective, the ideal candidate still enjoys staying close to the work and can confidently guide teams on priorities, techniques, and opportunities. Better Collective aims to set a new standard for exceptional, non-commodity content built on original data, real access, and genuine expertise.
- Lead the SEO and content strategy across US affiliation assets, setting direction for teams while staying close to the work to challenge priorities, guide execution, and identify opportunities.
- Confidently guide teams on SEO priorities, techniques, and opportunities, including technical SEO, content optimisation, site architecture, and emerging search trends, while remaining hands-on when needed.
- Raise the quality bar for content and help teams create differentiated, non-commodity content that performs for users, search engines, and AI-driven experiences.
- Define and champion AI and new search best practices, ensuring teams move beyond experimentation into practical adoption.
- Work closely with SEO, Digital PR, Data, Product, Development, and Commercial teams to maximise the performance of assets.
- Connect SEO, content, audience growth, and affiliate performance to drive sustainable revenue growth.
- Identify growth opportunities and help prioritise initiatives based on business impact.
- Guide on budget and commercial planning and help improve the overall performance of the North American business.
- Experience within sports betting, iGaming, casino, or affiliate businesses (required).
- Strong and recent hands-on SEO experience, with the ability to confidently challenge priorities, guide teams, and make strategic decisions based on search performance (required).
- Deep understanding of content strategy, organic growth, and audience development (required).
- A strong background in content/editorial environments and a genuine passion for creating high-quality, differentiated content (required).
- Demonstrated leadership experience, including leading teams and working cross-functionally across content, product, data, development, and commercial functions (required).
- A strong commercial mindset and experience connecting SEO, content, and audience growth to revenue and business performance (required).
- Up-to-date understanding of how AI, AEO/GEO, and changing search behaviour are affecting content discovery and organic growth (required).
- Ability to operate strategically while still being comfortable getting into the details when needed (required).
- Experience with budgets, commercial planning, or P&L (required).
Better Collective is a digital sports media group operating a "House of Brands" of sports media, betting media and esports communities. Founded in Denmark in 2004 and headquartered in Copenhagen, it remains led by its original founders and has grown through acquisitions into a leading global sports media business with offices in more than 20 locations. Its brands - including HLTV, FUTBIN, Action Network, VegasInsider and the Latam-focused Futbol Sites network - engage a sports audience of over 450 million visits per month through news, video, podcasts and expert analysis. The group earns revenue primarily through performance marketing for sportsbooks, alongside advertising, subscriptions and partnerships. Better Collective is listed on Nasdaq Stockholm.